By Ludwig Gaines, President & Co-Founder, The NIL Group, Vincent Strategies
As we progress through 2025, the Name, Image, and Likeness (NIL) landscape continues to transform, presenting new opportunities and challenges for colleges, universities, and student-athletes. The months of February and March have been particularly eventful, with significant legal settlements, policy changes, and innovative NIL deals making headlines. Here’s an overview of the most impactful developments.
1. NCAA Settles Lawsuit, Lifts NIL Recruitment Restrictions
In a landmark settlement announced in March 2025, the NCAA agreed to eliminate its rule prohibiting student-athletes from negotiating NIL deals before enrolling in college.
This change resulted from a lawsuit led by attorneys general from Tennessee, New York, Virginia, Florida, and the District of Columbia, who argued that the existing rule violated antitrust laws. Pending federal court approval, this settlement will allow prospective student-athletes to explore NIL opportunities during the recruitment process, potentially influencing their college decisions.
Implications:
- For Student-Athletes: This change empowers recruits to assess potential NIL earnings as part of their college selection criteria, offering greater financial transparency and opportunity.
- For Institutions: Colleges and universities may need to enhance their NIL programs and support systems to attract top talent, emphasizing the importance of robust compliance and marketing strategies.
2. EA Sports Increases NIL Compensation for “College Football 26”
EA Sports announced in March 2025 that it will increase payments to college football players appearing in its upcoming “College Football 26” video game. Compensation for the use of players’ NIL will rise from $600 to $1,500.
Additionally, players will receive a Deluxe Edition of the game, and some may earn extra income for featuring in promotional materials. Over 14,000 players opted into “College Football 25,” with nearly 11,000 included in the game, making it one of the best-selling sports video games ever.
Implications:
- For Student-Athletes: This increase reflects a growing recognition of athletes’ value in digital media, providing enhanced financial benefits and broader
- For Institutions: Universities may experience increased interest from recruits eager to participate in high-profile NIL opportunities, necessitating effective guidance and support.
3. Innovative NIL Deals Spotlight Diverse Opportunities
The past two months have showcased creative NIL partnerships, highlighting the expanding landscape of endorsement possibilities:
- Amir Khan, McNeese State Team Manager: Khan became a viral sensation for his pre-game boombox routines, leading to NIL deals with brands like TickPick, Buffalo Wild Wings, and Insomnia Cookies. He is the first student manager to secure such endorsements, illustrating the broadening scope of NIL beyond athletes. 
- KiKi Rice, UCLA Basketball Star: As Jordan Brand’s first NIL athlete, Rice continues to leverage her platform to promote women’s college basketball, reflecting the growing influence of female athletes in the NIL 
- Darianna Littlepage-Buggs and Jeremy Roach, Baylor Basketball Players: The duo partnered with Raid, the insecticide company, in a playful NIL deal that connects their last names with the brand’s products, demonstrating innovative marketing collaborations.
Implications:
- For Student-Athletes: These deals underscore the importance of personal branding and creativity in securing diverse NIL opportunities.
- For Institutions: Schools should encourage and support unique NIL partnerships, fostering an environment that celebrates individuality and marketability.
4. Anticipated Changes in NIL Legislation and Policies
Several developments indicate a shifting landscape in NIL regulations:
- Revenue Sharing Models: Discussions continue regarding the implementation of revenue-sharing models between institutions and student-athletes, with an estimated pool cap of approximately $20.5 million for the 2025-26 academic year. The final figures are expected to be determined in the first quarter of 2025.
- NIL Contract Structures: Some NCAA schools are exploring new contractual frameworks for NIL deals, aiming to balance generous compensation with measures to mitigate transfer risks, reflecting an evolving approach to athlete agreements.
Implications:
- For Student-Athletes: Staying informed about legislative changes and understanding contract terms are crucial for maximizing NIL benefits.
- For Institutions: Adapting to new policies requires proactive compliance strategies and clear communication with student-athletes to ensure alignment with evolving regulations.
5. WWE’s Expansion of NIL Initiatives
WWE has continued to expand its NIL program, known as “Next In Line,” aiming to recruit college athletes into professional wrestling. This initiative provides athletes with a pathway to transition from collegiate sports to WWE careers, reflecting the growing intersection between traditional sports and entertainment.
Implications:
- For Student-Athletes: The program offers alternative career opportunities, showcasing the versatility of NIL agreements beyond conventional
- For Institutions: Universities may consider partnerships with organizations like WWE to provide diverse career pathways for their athletes, enhancing the value proposition of their athletic programs.
Conclusion
The evolving NIL landscape presents both opportunities and challenges for colleges, universities, and student-athletes. Staying abreast of legal developments, embracing innovative partnerships, and adapting to policy changes are essential for maximizing the benefits of NIL. At The NIL Group, we are committed to guiding stakeholders through this dynamic environment, ensuring that all parties can navigate the complexities of NIL with confidence and success.
Want to Stay Ahead in the NIL Game? For expert insights and strategic guidance, connect with The 360 NIL Group.